Barossa capitalises on Taiwan market

In response to a ‘growing interest’ for high end Australian wine in the country, Wine Australia recently held a Barossa old vine masterclass in Taipei.

Presented by Phil Reedman MW and held as a joint venture between Wine Australia, Austrade and the Barossa Grape and Wine Association, the event was the first to address Taiwan’s burgeoning awareness of Australian fine wine.

Thirty four media and trade guests tasted 10 Barossa old vine wines, including 2010 Henschke ‘Mount Edeslstone’ Shiraz, 2010 St Hallett ‘Old Block’ Shiraz, 2010 Cirillo Estate ‘1850 Ancestor Old Vine’ Grenache and 2010 Hewitson ‘Old Garden’ Mourvedre.

The President of the Taiwan Sommelier Association, Xavier Tzeng said: “Tasting 10 extraordinary old vine Barossa wines along with in-depth, interactive discussions with Mr Reedman and the local wine professionals was indeed an exceptional experience for Taiwan. This phenomenal master class helped us rediscover the beauty of Barossa wines.”

The event followed the recent release of export figures that showed an increase in the value of Australian wine exports to Taiwan of 47 per cent to A$15 million in 2014–15, while the average value rose 20 per cent to A$8.33/litre.

Austrade Taipei senior trade commissioner, Martin Walsh said, “Our research shows us that there is a strong market for high-end wine in Taiwan. We also recognise that wine enthusiasts and collectors would make viable targets as they have strong social networks based around wine. There are many sophisticated consumers in Taiwan and their interest in Australian wine is strong.”